The aim of this study is to investigate the positive impact of accented voice-over ads in the globalized consumer market and the factors that affect the purchasing intentions for the products being advertised. Two studies were conducted to examine the factors that affect consumers’ perceptions, attitude, and purchase intentions of the voiceovers in online advertisements.

How much do you like a person who loves the brands you hate? We investigated an effect we call the brand negativity bias, which occurs when an unfavorable brand reduces the attitudes toward an associated target product or person. Using a person perception paradigm in the context of brand placements, Experiment 1 established that unfavorable brands reduced attitudes toward a new digital product (i.e., a movie) in which the brand was placed. Experiment 2 showed this effect was driven by a reduced ability to connect with the character in the movie who was associated with an unfavorable brand in two serial processes (lower perceived similarity leading to lower empathy). These results provide the first evidence showing how unfavorable brands can reduce empathy between people. Supporting the brand negativity bias, we found that unfavorable brands yielded stronger effects across every evaluative outcome suggesting that unfavorable brands held more influence over consumer judgment compared to favorable brands. Lastly, these results add a layer of complexity to B2B partnerships and tell a cautionary story of when unfavorable brand associations transfer between entities.

This study examines the influence of self-identity on sustainable consumer behavior in the context of air traveling and the moderating effect of advertisement addressing these identities. Drawing on the flyers’ dilemma, the identity-based motivation theory and cognitive dissonance theory hypotheses are tested by the means of a scenario-based online experiment.

Service failure of high severity can lead to high recovery satisfaction when recovery efforts are seen very fair. Customers satisfied with recovery efforts and displaying high attachment anxiety will continue to repurchase. Attachment avoidance did not have an impact on the behavioural intentions and neither did the brand authenticity perception.

The experimental study investigates whether customers perceive a service robot as apparently more deep acting than surface acting and whether these perceptions differ for interactions with human service employees and humanoid service robots. Moreover, the role of gender within these service interactions is examined.